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WebMd India
WebMD plans to expand into India to provide medical information to its large population through various channels including websites, apps, magazines, and in healthcare facilities. It will combine Eastern and Western medical approaches. While India offers a large potential market and skilled labor, challenges include infrastructure issues, poverty, and unreliable healthcare. WebMD will need to address regulatory issues and compete with local companies to succeed in India.
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WebMd India
- 1. WebMD India International Elizabeth Kulin Mayur Attwar Stacy Hsin-Ying Anthony Ramos Kelly Keen www.KulinMarketing.com
- 2. Country & MarketRisks Underdeveloped infrastructure Bureaucracy Cultural barriers Legal framework • Intellectual property laws
- 4. WebMD India Mission ProvideIndia with an opportunity to access current medical information. Internet Site iPhone apps Magazines In-store Kiosks Patient Rooms Facebook/ORKUT Television
- 5. WebMD Services Online Medical Profiles Doctor Listings Medical Dictionaries Healthy Living Drug News Health Solutions Support Groups Wellness Media-meditate/yoga video
- 6. East meets West– AYUSH AYUSH is used by over 70% Ayuveda Yoga Unami Siddha Homeopathy WebMD shall mix Eastern & Western medical information
- 7. Challenges Water Treatment Animal Waste Growing Population Infrastructure Technology Growth Aging Population Lack of Doctors Access to Medical Care Division of Wealth
- 8. Strengths Growth Potential Large Market FDI emerging markets Strong local healthcare: drug, medical devices, technology Cheap, but skilled labor force Faster market approvals
- 9. Weaknesses Unreliable Healthcare Poverty Inadequate Infrastructure Biased governmental- based pricing structure and reimbursement policy Bureaucracy Poor IP rights
- 10. Opportunities Liberalization of healthcare Large growing population Population is educated, tech savvy & wealthier. Technological advances Disease Eradication
- 11. Threats Possibilities for fraud, counterfeit and IP infringements Healthcare delivery structures affecting access to medicines Price Controls Corruption Environmental Problems
- 12. Competitor Analysis Few small online competitors Focus on providing minimal support and advice Health Care sector : increased competition Privatized health care focuses on tertiary-level of health-care Forecast: expected to become competitive with IT and infrastructure improvements
- 13. Customer Analysis Customers: Doctors, Hospitals, Medical Schools, Health Insurance, Healthcare Tourism Services, Pharmacies, Pharmaceuticals, Biotech * Buy = Advertisement space * Pay = CPM (Cost/thousand Impressions) * Price = $2 / CPM Revenue
- 14. Forecast: Growth Potential CONSUMER MARKET CUSTOMER MARKET Online Adv. GDP
- 15. Objectives • Acquire and Retain Brand Awareness Innovate to meet consumers wants/needs Goals Financial success Brand Equity success Global Beginning
- 16. Strategic Direction $3.5m Yr 3 Profit 41% 30% 10% 3. Revenue 2. Adv Price & CPM CONSUMER POPULATION ACQUISITION 1. Traffic
- 17. Firm Analysis India Business Based in NY Headquarters Model Revenues: US$382 m 08’ vs. Mumbai Traffic volume US$332 m 07’ Delhi of visits (15%) Bangalore Webpage Online: 95.7% vs. $400 m by advertisement Publishing: 4.6% 2010 space buys
- 18. Competitive Advantage Advantages Issues Internal: Internal: Strong searching engine The ethical & privacy issue reaches to more audiences exist everywhere in the new technology era External: External: The trend of on line shopping Regulation of healthcare, & consultation keeps up drug and medical device advertising & promotion
- 19. Branding & Positioning Branding (Brand Equality) Healthcare supporting platform WebMD- India Educational Good-natured resource resource
- 20. Branding & Positioning PositioningStatement WebMD-India A educational resource & healthcare supporting platform “ Points of Difference Allow Indian to access health-care system more cost-effectively & reliably than any other competitors Develop a credible healthy partnership
- 21. Marketing Action Plan (Pricing, Service Design) Web-based Advertising rates Optimal Pricing Strategy – based on size, layout Design Layout in accordance to SOW Design for hospitals
- 22. Marketing Mix (Promotion, Distribution) Direct Email – customers & clients Free Software to Partners and Vendors for WebMd portal Workshops to train Recycle Computers and Donate Advertising through Prominent Health Magazines Internet – the main Distribution Channel
- 23. Financial Assumptions – % of Overall Revenue IT costs (transfer of web portal, technologies, ideas and knowledge Marketing Costs 10% 20% 10% Advertising Costs 15% 25% Sales Costs (negotiations 20% and representatives for initial discussions) Maintainance / General Admin expenses Corporate Tax and fees
- 24. Financial Considerations Projected Revenue 7,000,000 6,000,000 5,000,000 4,000,000 Hospitals & Schools 3,000,000 Medical Shoppe Health Tourism 2,000,000 1,000,000 0 Year 1 Year 2 Year 3
- 25. Roll-Out Schedule Indian Marketing Team Hiring Beta Site Launch to Select Users/ Focus Groups Complete Advertising Campaigns SCM Llinkages Media & Magazines Re-evaluate LRP Launch Web MD India Implement Kiosks Recycle computers to schools & rural areas Launch Medical Medical Medical WebMD Schools/ Shops/ Tourism India Hospitals Pharmacies Q309 Q409 Q110 Q210 Q310 Q410 Q111 Q211 Q311 Q411 Q112 Q212 Q312 Q412
- 26. Future of PersonalHandheld Devices Vital Statistics • Heart Rate • Temperature • Density Sensor for Lab Tests • Saliva • Blood • Urine/Stool Connection to Doctors & Pharma Timed Release of Drugs
- 27.
- 28. Regulatory Issues CDSCO -Central Drug Standard Control Organization CDAI -Central Drugs Authority of India DGCI –Drug Controller General WHO -World Health Organization
- 29. Go to MarketStrategy Customer targets The buyers (customers) • Private Hospitals • Indian Medical Schools • Medical shops • 3rd party healthcare tourism business • Health insurance companies • Medication manufacturers & biotech companies The Influencers (consumers) doctors, patients, pre-medical & current medical students, Indian population that depend on medical shops, international tourists
- 30. Exit Strategy Keep only internet site running in India and move operations to a more Western Culture, possibly in Europe, Hong Kong or Singapore where this is a large Western foundation to launch International. Focus on Brand Equity and Trust – keep a reputable vision.
- 31. Learn more about Marketing Plans
Editor's Notes
- #2 Kelly Good Evening. We would like to thank the board for taking time out of their busy schedules to review this important marketing proposal to expand our services to India and Internationally. In order to take advantage of market timing, a decision to launch today will allow us to enter the market in the first quarter of 2010! Today we have our Business Development Team to join us. My name is Kelly and my colleauges are Liz, Anthony, Stacy and Mayur. We are here to present our action plan.
- #3 Tony
- #4 Tony Start in Urban areas and expand into rural areas and even internationally within 3 years
- #5 Kelly Not just an internet site, but a variety of mediums to gain information. Listed are some of our ideas. Our Mission is to Provide India with an opportunity to access current medical information. We will build brand equity through the medical professionals and give them the tools needed to make our site a part of India’s medical system. Now who here uses ORKUT? It is a social networking site used more than Facebook in India. It has been recently bought by Google. Similar to these companies, we can use personal profiling to target our users.
- #6 Kelly This is just a portion of the services we will provide on our software platform hosted on the internet – some existing, some new. Medical profiles can follow people anywhere in the world and information can be used to target advertisements–this way we are not advertising balding remedies or viagra to young women or advertising nursing formulas to the elderly. A pregnant woman might get updates on Lamaze trainings, access to blog sites of other expecting mothers and an opportunity to record her day to day progress online through a birthing diary. We can help connect people to the right doctors, even doctors to doctors for referrals. Our medical dictionary is already online and will be supplemented by homeopathic remedies familiar to the Indian culture. We could even have a function to self-diagnose – by entering symptoms to narrow down the next course of action. By no means would it keep you from having to see a doctor, but might give some options to relieve the pain and take care of the situation until you have access to medical attention. Basic first-aid is a good example of how this system might work. One might download videos for meditation, yoga, or maybe even an instructional video on how to give a diabetic injection. Our platform can open chat rooms for support groups. Many illnesses are caused by stress and/or depression, so having open lines of communication to others sharing the same experience can be comforting.
- #7 Kelly So you might ask yourself – Can’t I already access WebMD in India? Indians in general do not follow westernized medicine. Infact over 70% of the population uses Ayuryeda- is very popular around the world. Herbs play a big part, as does meditation. It looks at chakras – the 7 points of energy through the centerline of the body – the highest being mental – lowers are instinctual. Acupressure and Acupuncture also work on the energy of opening chakras. Siddhas even have a connection to paranormal senses. Homeopathy is used for wellness and prevention and to treat many diseases and conditions. There are challenges and controversies regarding the field, largely because a number of its key concepts are not consistent with the current understanding of science. These are all remedies that the current WebMD may not accept in the US but would be integrated on the India International site. It is a concept of mind over body – holistic approach to healthcare
- #8 Kelly These photos were taken in Varnassi on the bank of the Ganges River – a very holy place for Indian people. They live in filth – Livestock roam the streets freely – even in Urban areas. Cows are sacred and it is not unusual to see them in a restaurant and scat is everywhere in the streets. … and yes, this man is making poo patties which will be used for cooking and cleaning. 60,000 people a day bathe at the ghatts, in the same area as others burn their dead on ceremonial floats and 30 large sewers discharge into this part river. 400 million people live along the basin of the Ganges. Water cleanliness is a huge issue in India, causing many medical problems, especially for tourists. Many medications sold in rural India are of poor quality, or are counterfeit People have limited access to specialized healthcare Epidemics are seen more often due to widespread poverty and the lack of hygiene and health care India has one of the highest rates of infectious diseases, including tuberculosis & HIV Smoking and Obesity is increasingly common in middle and upper classes as people ditch traditional Indian ways for Western style.
- #9 So with a growing population, we have a bigger market. An cheaper labor force – this will change as India progresses.
- #10 The weaknesses of India revolve around unreliability, inadequate infrastructure, poverty, a bureaucratic government and poor Intellectual property protection.
- #11 Emerging Middle Class - They are getting wealthier and more tech saavy – making our product relevant to changing demographics of India It is important to teach children preventative medicine while they are young
- #12 Mayur
- #13 Mayer
- #15 Liz CONSUMER MARKET GROWTH: India will have the most populous country by 2035, internet usage already #4 in world, but will sore in next few years. And there will be an internal migration of the population to urban areas (6% more than now). Also, health issue will increase, such as diabetes and heart disease. Included in this negative increase is the cost of healthcare for the Indian people (now rural spend 12% and urban 8% of income on health needs). These growth statistics show us that there will be an increasing need for such a resource as WebMD-India. com (because now, 10,000 people/6 doctors). India population and outside population – healthcare tourism growing big in next few years (from 656m in 2007). A lot of interest by the world population in India’s health system and treatments. On the other side, as the consumer market grows, we see that the customers will also be able to grow, as online marketing is becoming more common (experienced 60% growth in 2008) and the counties overall financials state is strengthening (6.4% increase in 2011 forecast). *smoking, lack of clean water, HIV, Diabetes, Poor diets, Hypertension, infectious diseases, and heart disease.
- #16 Liz All we need to do is grow brand equity to acquire consumers, customers will follow naturally, and then Retain both consumers and customers to ensure that traffic is secure and growing over the years. Objectives: *Acquire through strategic marketing direction *Retain through improving internet connection to site, offering related information, ensuring confidentiality, being localized (India support center, Indian languages and English, and offer referrals component on site to ensure trusted sources) Goals: *Traffic increase yearly basis and market share growth *Position to build brand equity (no limits to visiting site) Achieve these objectives and goals through our strategic marketing direction plan
- #17 Liz Positioning and promotion/brand awareness growth will occur through strategic alliances through the first 3 years: YEAR 1 = Apollo and LifeSprings, ~50 total & Medical Schools, +200 (doctors patients & pre + current medical school students, 20k/yr) = database, records, documents saving, research, telecommunication. *CONSUMER %: low because only private patients who go that year. *AD SPACE BUYS: from hospitals, doctors, med schools, medical shops, pharmacy, biotech, health ins. YEAR 2 = Medical Shoppes India (500-700 by 2010) *CONSUMER %: 80% OTC drug sales & 60% country population (rural population) 10% + year 1 10% + year 1 growth 10% = 30% *AD SPACE BUYS: from hospitals, doctors, medical shops, pharmacy, biotech, health ins. YEAR 3 = Healthcare Tourist industry – medical tourists international web pages to learn about Indian facilities, doctors and concierge services *CONSUMER %: 1% of this market + 5% year 1 (urban, private population) + 5% year 2 (medical shop customers) + 30% existing = 41% year 3 end AD SPACE BUYS: health ins (local consumers), hospitals, doctors, medical shops, concierge services, tourism service businesses (air, hotel, car rental) Keeping in mind that as traffic to the site increases, the number of times that our customers ads are shown also increases, and this including that fact that more visitors are viewing the ads, equates to an ability to increase ad space pricing ($2.93 by end year 3) and overall sales revenue for WebMD. Costs: Yr 1 = Staff, software (2 total), hardware (if needed, 20 expected), online marketing = 2% of revenue Yr 2 = Staff, software (1 total), hardware (if needed, 200 expected), online marketing = 2.2% of revenue Yr 3 = Web development, online and offline marketing = .1% of revenue Because revenue increasing as market share increases (brand awareness growth and promotion strategies like online marketing in year 1 &2, and then advertising in year 3) concludes that the first 2 years will be profitable (about 1m and 3m) but by year 3, as heavy costs are in the past, and new consumers markets are being targeted - profit potential in year 3 is expected to be $3.5m (or 7.5m for all three years) if each customers only has 1 ad, and each consumer only views the site the average 5 pages per visit). Anthony and mayur will go into more details about the financials now.
- #18 Stacy Recommend India Headquarter in Mumbai, Delhi, or Bangalore Our 2008 revenue was $382m, with India added in 2010, we hope to break $400m company-wide
- #19 Stacy
- #20 Stacy
- #21 Stacy Points of Difference : Attributes or benefits that customers strongly associate with a brand and believe that they could not find with a competitive brand
- #22 Mayur Web-based Advertising rates Optimal Pricing Strategy – based on size, layout Design Layout in accordance to SOW and other deliverables of contracts established Design for hospitals – intent to enhance patient health care quality in accordance with Telemedicine
- #23 Mayur
- #24 Tony
- #25 Tony
- #26 Kelly Here is our schedule. With approval today, we will finalize our team in India and can have people working there in Q32009. We will use medical students to beta test the site and serve as focus groups. Supply Chain Management connections should be complete by the end of the 3 rd quarter. Advertising will kick off in 2010 By the end of the 3 rd quarter 2010, we will evaluate the success and determine if we need to turn to contingency plans or exit strategies. However, the real profit and success will start in the third year when we connect with medical tourism to connect the West to the East.
- #27 Kelly – only if time allows Whether you live in India or the US, in the future one will not have to see a doctor. Vital stats will be taken virtually and a nurse practitioner will distribute medications/injections, etc via a network of pharmacies, located as conveniently as a Walmart or delivered to your home. The capabilities of personal handheld devices will be expanding in the near future, to the point that they will take vital statistics such as heart rate, temperature, body density and maybe even having add-ons to spit on a sensor to have virtual lab results via a computer network. As these handheld devices have come down extremely in price, it allows more people access to the internet, instead of investing thousands of dollars for a home computer system. You medical records will even be stored on your iPhone or Blackberry.
- #28 Questions
- #29 Apendix As I found out the hard way after sharing a homemade popsicle with these kids, there is not an organized FDA, Food and Drug administration, as we have in the US. I spent 6 days hallucinating from a fever brought on from this popsicle, lost 10 pounds and ended up on 6 medications for 6 weeks upon my return to Singpore. And yes, that is poo on that boy’s fingers in the front. Main regulatory body is CDSCO under the department of Health, although a new authority is being created under CDAI DGCI approves the licenses for drugs, fluids and vacines. WHO criticizes India for lacking interdependencies, understaffed and insufficient. Sales of pharmaceutical drug products is allowed from grocers in rural areas.
- #30 Stacy